Creativity

Cannes Lions 2025: Creative Business Transformation winners 

AXA takes another Grand Prix, this time for Creative Business Transformation at Cannes Lions 2025

19 Jun 2025

AXA, with Publicis Conseil, Paris, has won the Grand Prix in Creative Business Transformation for its Three Words campaign. AXA rewrote its home insurance policy in France to recognise domestic violence as grounds for relocation. Victims call a dedicated line and are quickly moved to a secure hotel with a confidential address, then into longer-term housing.

They also receive 24/7 access to specialist psychologists and free legal support to help file complaints.

Jury president Jane Lin-Baden, CEO Publicis Groupe APAC, noted three trends in the entries this year. First, purpose moved beyond marketing spin – it wasn’t just ‘a session accessory’, but tied to the core of the business. Second, impact had to go deeper than comms, influencing the full ecosystem: supply chains, contracts, legal and commercial models. Third, the best work redefined the category itself, not just promoted a product.

Of the winner, she said: ‘It's very smart. It's using a systematic solution to tackle a systematic problem, and that’s using what the brand has and impacting the entire ecosystem. It also brings purpose very close to the core of business.’

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